Today, pharma sales rep must be very well informed about the indications, contraindications and interactions of their products. They must comply with the industry’s codes and guidelines and act according to government regulations. To support medical reps, pharma companies have moved towards sales force automation and customer relationship management tools. A number of wireless, electronic devices have been introduced, such as handhelds and laptops, but with limited success in the field.

Traditionally, one-to-one selling by pharmaceutical sales reps has been the primary means of communication and the most expensive one. Historically, product detailing has been the most important way for pharmaceutical companies to communicate drug information to physicians. Unfortunately, traditional methods of detailing are no longer as effective as they once were. Why switch from age old detailing to e-detailing? With the emergence of technology-based alternative means of communicating with physicians and other prescribing influencers, many pharma companies are now experimenting with supplementing or even replacing the sales rep’s detailing activities with invitations to access websites and call centers for answers to commonly asked questions concerning a company’s drug.